LONDON — Belvedere’s new coffee-based vodka will get tipplers buzzed, one way or another. Titled Belvedere Dirty Brew, the spirit retails for $50 and is available to purchase at Selfridges.
“From the captivating bottle design to the intriguing name, Belvedere Dirty Brew is a bold statement in every sense,” said Francois-Xavier Desplancke, president and chief executive officer of Belvedere Vodka. “It blends the world of luxury spirits with the intricate artistry of coffee craftsmanship, breaking away from tradition to establish a league of its own.”
Belvedere Vodka’s latest launch, Belvedere Dirty Brew.
Courtesy of Belvedere Vodka
The launch comes on the heels of the brand’s campaign promoting its luxury spirit, Belvedere 10.
Featuring musician Future, the Taika Waititi-directed campaign contains vintage Rolls Royces, crocodile cowboy boots and a bolo tie.
The video starred Future and Waititi, who channeled cowboy cool and engaged in an epic handshake before unveiling the vodka. The spirit comes in a towering white bottle, its faceted, diamond-like design a tribute to the Dankowskie Diamond rye that Belvedere uses.
“I loved that there was a readiness to craft something unedited, genuine, and resolute,” said Future of the campaign, which was directed by Waititi.
“I appreciated the concept that you cannot feign it; you must genuinely embody it. This campaign delivers its message unapologetically. It balances simplicity with architectural extravagance, much like Belvedere 10,” he added.
Styled by Christine Centenera, Vogue Australia’s editor in chief, Waititi also went western, wearing a white cowboy hat, suit and layered jewelry.
“There is a fine line that allows humor and rebelliousness to exist within luxury. This campaign embodies a rare moment where this intersection meets,” Waititi said. “There is no doubt Belvedere is one of the coolest alcohol brands in the world.”
This is Waititi’s second campaign for Belvedere, and features a soundtrack by ATL Jacob, a frequent collaborator of Future’s.
Courtesy of Belvedere Vodka
From cowboys to cars, the LVMH Moët Hennessy Louis Vuitton-owned vodka label was recently named the first official vodka partner for Formula 1’s 2025 season.
“Our mutual dedication to innovation, expertise and precision naturally aligns our brands, creating a truly exceptional alliance,” said Desplancke said. “In the high-octane world of Formula 1 — where milliseconds forge legends and engines roar with untamed energy — Belvedere Vodka arrives not just as a partner, but as the embodiment of the festivities and the entertainment.”
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